GM won't buy Super Bowl ads in 2013

[JamesMcQuaid]

GM won't buy Super Bowl ads in 2013

http://www.freep.com/article/2012051...wl-ads-in-2013

Dropping Super Bowl advertising is the second major advertising move GM made this week. The automaker said earlier this week it would halt advertising on Facebook.

IMHO dropping Super Bowl advertising is a good move by GM for a variety of reasons, including those cited by Joel Ewanick. GM can build more loyalty with less controversy and at considerably less expense by placing ads with the college football conference TV networks (i.e. The Big Ten Network). By not having a Super Bowl ad, all of the opportunistic, political loud mouths will have to focus their bile elsewhere.

With respect to Facebook, GM was getting a significantly better click through rate for their money from Google AdSense.

[Noel Park]

I can only agree with James regarding Superbowl ads. A total waste of $$$ IMHO. Smart move GM.

As to Facebook, I really don't know enough about it to have an opinion, but my instinct tells me the same as for the SB. Save the $$$ and spend them on product development says I.

[davidbrannon]

I can only agree with James regarding Superbowl ads. A total waste of $$$ IMHO. Smart move GM.

As to Facebook, I really don't know enough about it to have an opinion, but my instinct tells me the same as for the SB. Save the $$$ and spend them on product development says I.

Love that quote Noel. I agree, I'd rather see gm innovate rather than try to make guys laugh.

[Bob_Livonia]

The high, and rapidly increasing salaries in professional sports are not sustainable over the long term, any more than the current petroleum status quo is sustainable over the long term as China and India get more cars, refrigerators, trucks moving merchandise, etc.

[Bob_Livonia]

And the stock market apparently has the same view of Facebook that GM has. And for similar reasons, I passed also on GM's IPO .

[stuart22]

Superbowl advertising can be great if the ad stands out among the other ads, and especially if it can gain positive attention for a company that may be overlooked or generally dismissed within its industry. Kia's dream ad earlier this year for the Optima qualifies, and Chrysler's long 'Imported from Detroit' ad a year or two ago helped spark their comeback from bankruptcy and really helped turn perceptions around with their products.

For GM, unless they had a breathtaking new product to unveil (ELR?) or some important message or statement to make to the general public (thank you America, we've just paid off our debt to you), Superbowl advertising is not the way to go.

[JamesMcQuaid]

Yep, the Super Bowl is just too expensive when you are cutting $2 billion over 5 years:

http://www.autonews.com/apps/pbcs.dl...IL03/120329978

GM expects $2 billion in savings from marketing overhaul

Joel Ewanick, GM's global marketing chief, believes that streamling the Chevy ad work and GM's media-planning budget should save the automaker about $2 billion over five years, a spokesman said.

That amount would represent, on average, $400 million a year, or about 10 percent of GM's annual advertising budget. Last year, GM's global advertising expenses rose 5 percent to $4.48 billion, according to its annual report filed last month.

Bob, I think you were pretty smart staying away from the Facebook IPO. I don't see how they are going to be able to charge more for ad space than Yahoo (for example). The following article speaks more to problems with Facebook's revenue model than any deficiency in GM marketing:

http://www.businessweek.com/articles...h-facebook-ads

Why GM And Others Fail With Facebook Ads

In a world where liking is as common as blinking, a like no longer signals that a consumer loves your brand...
I then checked into Facebook 31 times over the next week, each time scrolling back through several hours of friends’ posts, to see which brands would reach out to me. On average, the brands I had liked engaged with me 0.6 times over seven days—an awful performance, given the basic marketing precept that three or four interactions are required per week to trigger consumer response.

[super bowl news]

GM will not advertise in Super Bowl 2013 due TO expensive visit for more information http://www.superbowl2013.biz/2012/05...uper-bowl.html